Some examples of governance standards:
- B-corporation status
- Work against corruption in all forms, including extortion and bribery
- Non-discriminatory employment policies
- Commitment to UN Global Goals
- Diversity and inclusion
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What our Brands to Trust must achieve to earn their coveted Butterfly Marks
Brands who want to be part of the Positive Luxury community and earn a Butterfly Mark must go beyond achieving a minimum sustainable standard. The Positive Luxury assessment process is designed to reflect the self-regulating nature of sustainable businesses, due to the lack of government legislation. The process is updated every two years in partnership with our experienced sustainability council, as well as external institutional partners, companies, NGOs and retailers. Additionally, companies are asked to provide supporting evidence and proof of their statements. It is a thorough examination of a brand’s commitment to sustainability in the following areas.
Some examples of governance standards:
Some examples of social framework standards:
Some examples of environmental framework standards:
Some examples of community investment standards:
Some examples of innovation in business:
To navigate the complexities of sustainability across various industries, the Positive Luxury brand assessment consists of a suite of questions relevant to all industries, plus additional questions catering specifically to each sector that we operate in: Fashion & Accessories, Beauty, Jewellery & Watches, Living, Premium Drinks and Travel & Hospitality. In addition, companies are required to provide supporting documents such as codes of conduct and audits.
We use technology to help with our evaluation. By utilising publicly available data, we are able to check the self-reported information and that the third-party certification bodies are accounted for and quality checked through Positive Luxury’s data analytics. Lastly, we use a materiality assessment to identify priority sustainability issues. This materiality matrix has been reviewed and refined through a series of interviews with a cross-section of external and internal stakeholders.
Our assessment process is, in turn, reviewed every two years with assistance from our sustainability council. This consultative approach ensures that the assessment reflects the highest standard possible by respecting local and international law, as well as both industry-specific issues and innovations within sustainability.
As highlighted in our 2019 Predictions Report, consumers are looking for brands that strive to fulfil a long-term purpose that benefits employees, customers, society and the planet, and their shareholders. Our assessment looks to assess how companies align to the wider stakeholder view and are acting responsibly to industry-specific issues and considerations.
As part of the assessment process, we recognise a broad spectrum of responsible business practices and certificates related to all areas of sustainability.
Brands that successfully complete the assessment process earn the right to display the interactive Butterfly Mark on their website as well as retailer websites and other relevant places, like packaging and care labels, making it easy for people to identify brands to trust. However, this is not the end of the journey. Brands must re-complete and pass the assessment every two years in order to retain the Butterfly Mark. Our community encourages continued commitment and improvement towards our shared goal of sustainability.
Companies contribute towards sustainability in different forms, so each brand is assigned a bespoke collection of Positive Actions that signifies their unique efforts and sustainable and ethical business practices. These Positive Actions, which can be found when clicking on the Butterfly Mark, help brands articulate their measurable impact in a visible, consumer-friendly and simple way, while enabling people to make educated purchasing decisions.
The brands that do not meet our criteria are offered a tailored toolkit, including clear recommendations on how to improve as well as actions needed to be taken to retake the assessment and eventually be awarded with a Butterfly Mark.
Social Performance Management